One mobile marketing analytics platform thinks so, based on 2020 trends …

A global report based on one mobile marketing analytics platform has declared 2021 to be the “most mobile” holiday shopping season on record, based on app revenue trends from 2020, when October, November, and December figures topped the year.

The report has also indicated that in-app revenue in its platform’s data had increased significantly this year, with the month of May being the biggest month so far.

Also, the analytics show that the iOS App Tracking Transparency (ATT) opt-in rate for e-commerce has hovered at an average of 17%—far higher than initial industry projections. The consent rates are continue to rise over time as users become more educated on the value of relevant advertising.

Additional key findings

Some of the figures for e-commerce global and regional growth and engagement apps in 2021 include:

  1. Global installs of e-commerce apps increased 10% in 2021.Installs also rose regionally in EMEA (15%), LATAM (11%) and APAC (9%). Data shows that Shopee, with Brazil as its key market, was the top e-commerce app in the platform 2021 so far. 
  2. Sessions have seen the biggest uptick in LATAM in 2021 so far, jumping 27%, compared to 12% growth globally. Sessions rose 10% in APAC and 13% in EMEA.
  3. After a slight drop in Q1 2021 YOY, retention rates recovered in Q2 2021: Day 1 came in at 26% in Q2 2021, up from 21% in Q1 and matching Q2 2020. Q2 2021 then maintained higher retention rates than any other quarter, holding at 17% for Day 7, 14% for Day 15, and 11% for Day 30.

According to Paul H. Müller, co-founder and CEO, Adjust, the creator of the report: “What’s most impressive is that e-commerce apps have managed to retain the users they’ve acquired while continuing to grow and acquire even more new customers. It’s a testament to mobile’s ability to provide convenient and user-optimized experiences. Retaining loyal customers will set brands up for continued growth throughout the holiday season, into the new year.”